Ad Campaigns
PV Sindhu joins Centuary Mattresses for ultimate comfort in the TVC campaign
Mumbai: Sleepables from the house of Centuary Mattress has launched a campaign featuring brand ambassador PV Sindhu for its Sleepables mattress range. The TVC accentuates the blend of affordability and luxury, emphasizing the reversible mattresses’ durability and customization. The TV commercial also highlights the affordable, durable, and customizable Sleepables mattress range from Centuary providing the necessary comfort and durability to facilitate restful sleep.
The campaign also emphasizes that sleepable mattresses come as a convenient bed-in-a-box. The collection includes a Hybrid memory foam pocket spring mattress, Bonnell spring mattress, and Ortho memory foam mattress. Another additional benefit of the Reversible Dual Comfort Sleepables mattress range is that they can be flipped over and can be used the same way.
Centuary Mattress executive director Uttam Malani said, “At Centuary Mattress, our commitment to customer satisfaction drives us to create mattresses that redefine comfort for a truly rejuvenating sleep experience. Our collaboration with PV Sindhu brings a playful musical narrative, providing a unique peek into the mattress preferences of Gen Z and millennials. We aim to inspire individuals to discover the delight of sound sleep on our certified mattresses, tailored to resonate seamlessly with their modern lifestyles and preferences. ”
Customers can order mattresses from their website or any leading marketplace. The chosen mattress size will be delivered to their homes, vacuum-packed in a box.
Looking ahead, Centuary has ambitious expansion plans. It aims to increase its retail footprint in western and eastern markets, growing the presence among multi-brand dealers from 4,500 to 10,000 outlets. Additionally, the brand plans to boost the number of exclusive brand stores from 450 to 700 and launch at least 100 exclusive experience stores by 2025. Technological advancements, including AR and 3D renders, are also in the pipeline to enhance user experience and drive further growth.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
